Tag Archives: social media marketing

This summer, social media platforms debuted so many new features it was hard to keep up. (Miss out while you were on holiday? Catch up with our roundup.) As fall color explodes, the platforms continue to test and release new features, with Instagram leading the way. With all the changes, the story of the year continues to be Stories.

“By the end of next year, Stories are expected to outpace Feeds as our primary mechanism of content creation. Every marketer should be thinking of an effective, sustainable and human-first Stories strategy—especially on Instagram—before it’s too late.” -Chris Strub, CEO of I Am Here, LLC [source: Forbes]

While Snapchat started the ephemeral content craze, Instagram and Facebook quickly delivered their own options. So, what platform should you use? Go where your audience lives.

Have you already developed an active, engaged following on Instagram? Share compelling behind-the-scenes content on Instagram Stories, taking advantage of the features available. Does your audience reside on Facebook? Go live on the largest social platform in the world, sharing product launches and event sessions. Were you an early adopter of Snapchat, building your loyal following ever since? Share exclusive sales and can’t-miss moments from your company’s day-to-day life.

The takeaway? Don’t jump on every platform and overextend your resources. Are you a small business or solopreneur? Do your research, figure out where your audience lives and devote your resources to those platforms (or even a single one). Develop your approach to an individual platform (or two or three), and master sharing quality content that will compel your audience to act.

“With limited resources and time, it’s appropriate to let the under-performing projects go to make way for new opportunities. Too many marketers attempt to ‘do it all,’ at the expense of doing what works.” -Michael Stelzner, Founder of Social Media Examiner [source: Forbes]

Speaking of compelling content, video is hot—especially live video. But, it still needs to provide value to your audience. Based on our experience, pictures still outperform video in your Instagram feed, but Stories (and now IGTV) is a great place to share video. Show how your product is produced, live-stream your session or share your blog article distribution process.

Test various types of content with your audience to see what resonates best. While it’s important to stay on top of trends in the ever-evolving social media landscape, don’t abandon proven content types, posting times or your brand’s aesthetic to go all in on the latest shiny object. Try working in trends that you think will resonate with your audience, but don’t feel pressured to jump on every new feature or platform as it’s introduced.

Before you try a new feature, think about how it fits into your overall strategy. Testing is an important part of effective social media marketing, but a consistent voice and tone is central to your overall presence. If a new feature doesn’t fit with what you’re doing, don’t use it. If your audience isn’t interested in a platform, devote your resources elsewhere.

Establishing an active, engaged following on platforms where your audience lives is helpful beyond connecting with them. Customers, prospects and fans are more likely to share their experiences with your company on platforms they love.

“When you create a loyal engaged community and reward them by surprising and delighting them for their loyalty, then those people will always share your content and feel part of your brand’s journey!” -Samantha Kelly, Founder/CEO of the Women’s Inspire Network [source: Forbes]

Word of mouth marketing is powerful, because it comes from consumers, not your company. While your brand or company needs to share its story, it’s important for others to share your story. User generated content (UGC) helps you reach a wider audience and gives you content to share. For example, you can share your customer’s posts on Instagram to your Stories to spotlight them.

When you share a customer’s post, they receive a notification via Instagram Direct. It opens a direct conversation between your brand and your customer, which can lead to further engagement, a referral or even a purchase. Every time you interact or engage with someone in an authentic manner, it helps to strengthen their loyalty to your brand.

Despite all of the updates and changes, the story of the year in social media marketing is all about Stories. Whether your audience prefers Facebook, Instagram or Snapchat, they’re likely spending a lot of time creating and viewing Stories. So, take some time to think about how Stories fit into your social media marketing strategy, so you can meet your customers (and future customers) where they live.

Share Your Story

How is your business using Stories?
What platform does your audience prefer for Stories?
What’s your favorite Stories feature?

Summer may conjure up lazy days at the beach, but social media platforms have been busy debuting new features. Here’s a summer roundup of features you may have missed, so you can incorporate them into your social media strategies.

Is your brand utilizing all of the new features on your favorite social media platforms?

Instagram

It started in May with an improved inbox. More than 150 million active daily users converse with businesses through Instagram Direct each month, so the platform added more tools for business owners to manage these conversations. You can now star important messages for follow-up, and IG is testing quick replies. In addition, messages now come directly to your inbox instead of languishing in the oft-forgotten Pending section.

Then, the popular platform went crazy and introduced five new features in a month! Everyone is talking about IGTV, Instagram’s new platform for long-form vertical video content. It’s available in the upper right hand corner of your app (next to Instagram Direct), or you can download the standalone IGTV app. Will IGTV become a major competitor to YouTube or fade away over time?

Other new features that may benefit your business include group video chat (now available in Instagram Direct), music and question stickers in Instagram Stories and an updated Explore page. The new stickers can help you show personality, draw more eyes (and ears) to your Stories and increase engagement with fans and customers.

LinkedIn continues to expand its features, so it’s important that you maintain an active presence. It’s no longer enough to post a resume and forget about it. Even if you’re not actively pursuing new employment, this platform presents a multitude of opportunities: making professional connections, strengthening relationships, seeking new clients and establishing yourself as a thought leader in your field.

We enjoy pulling a quote from an article to highlight an important point and encourage conversation, so we’re excited to see LinkedIn make it easier to do. Now you can highlight a quote, right click and share it to your feed or message it privately on mobile. It will automatically include a link to the article along with your quote as the caption.

Another exciting new development is the ability to save drafts directly on the LinkedIn platform. Say you’re browsing articles and find three that you’d like to share. Share them, write your caption (or pull a quote) and save as a draft. You can share it at a future date in order to share your content at optimal times for your audience.

The Posts & Activity shortcut (now available on your account drop-down menu) is an easy way to see what you have shared recently with your network. The built-in translator will come in handy when connecting with professionals across the word, and video captions help you communicate with viewers even when they’re watching your video silently, which people commonly do today.

Twitter

Not to be outdone, Twitter has been rolling out new features too. The platform announced it will begin showing related topics in its Trending Topics listing, which could help you tap into trending news. The related topics can give you a more complete view of the trending discussion, so you can see if a tie-in to your brand is appropriate and what additional hashtags to use.

Twitter also removed millions of accounts from follower numbers, cracking down on suspicious and spam accounts. Remember that active, targeted followers are more important than quantity, and don’t ever buy followers. This update will help make follower counts more accurate and add more legitimacy to influencer marketing on Twitter.

You should be confident that the follower numbers presented across Twitter are meaningful and accurate. We’re introducing a change to follower counts as part of our work to make Twitter a more trusted service for public conversation. https://t.co/A2ZEGHjOZ8

Finally, Twitter is making an effort to improve users’ experience by adding the ability to dock videos, so you can keep watching while you scroll. This may lengthen the amount of time viewers watch your videos or even boost views overall.

Facebook

Meanwhile, Facebook has made changes while trying to climb back into users’ good graces. The beleaguered social platform removed its Trending section to make room for future news experiences, such as exclusive video news content on Facebook Watch.

The social giant also introduced Keyword Snooze to help users further control their News Feed. This feature allows users to temporarily hide posts with a specific keyword or phrase from people, Pages and Groups for 30 days. It joins Facebook’s other News Feed controls: See First, Hide, Unfollow and Snooze.

Speaking of Groups, Facebook introduced Subscription Groups, so admins can charge for the content they provide group members. This could be a new distribution option for your brand’s premium content, such as in-depth tutorials, live streams of event sessions and video coaching sessions.

As we were compiling this roundup of new features, some platforms dropped even more new features.

Watch for more insight on these new features and how they can help you build your brand and connect with your communities in future articles. What new feature are you most excited about? Does one or two platforms work better for you than the others? Do you utilize different platforms for different reasons?

We would love to discuss social media marketing with you! Leave your comments below, contact us to discuss your needs or connect with us on social, so we can stay in touch.

It’s that time of year: everyone is publishing their thoughts on the next big things in marketing. We’ve been keeping an eye on a number of projected trends for 2018 and year-end reviews from 2017. Here’s our take on how your business can capitalize.

More Quality, Less Quantity

(We’re hoping) 2018 is the year that content marketing gets real. Due to budget cuts and information overload, along with some aha moments, brands started to spend more time creating and curating valuable content last year instead of sticking to rigid, conveyor belt-like content calendars. The result? Their higher quality content performed better even though they produced less of it, often much less.

We’ve all been there. You need to send an email out tomorrow morning, and you’re running behind due to producing so much content. So you throw something together to stay on schedule. Stop. What value does this marketing email deliver to your recipients? What should they take away from it? If you can’t answer those questions, neither can your audience. (p.s. We’re not telling you to throw away your content calendars; just have some flexibility and keep your ultimate goal in mind.)

Less time spent churning out content creates more time for testing, analyzing data and developing or fine-tuning your strategy, including distribution.

Remember the Basics (Even in Our Brave, New Digital World)

Yes, social media and digital marketing have changed the game, but marketing basics still apply. Always keep your big picture in mind. Why are you in business? What are you ultimately trying to accomplish? Every marketing action should support this goal. Keep it in mind as you review your marketing plan or recent efforts. If you’re frustrated by your results, take a fresh look at what you’re doing. Could you achieve more with less? Is your audience on another platform, or have their contact preferences changed? It may be time to take a closer look at your buyer personas (or create them in the first place).

This sentiment was the basis for an article we published last year, Understanding Social Media Etiquette with Real-World Scenarios. We understand that social media and the digital realm can seem confusing and overwhelming at times, but it helps to take a step back and consider your actions in the real world (i.e. offline).

Get Personal — With a Human Touch

Technology has improved marketing’s capabilities by leaps and bounds, but we can’t forget to add a human touch. Automation, chat bots, facial recognition, big data and more have allowed us to personalize a customer’s experience more than ever, but there are drawbacks too.

This can delight some consumers and freak out others. So, a key skill for the best digital marketers will be understanding when to back off.” -Barry Levine, MarTech

Remember to be human when interacting with your audience online (and remember to interact with your audience in the first place). People like to do business with people, not faceless brands or companies. This is an area where small businesses have an advantage, as they can easily put a face behind the business name.

Use automation where you can to be more efficient, but don’t automate a human touch out of your online marketing efforts. Data can point your marketing in the right direction, but it requires human analysis to get there. Personalizing a buyer’s journey is fantastic, but don’t get creepy. Where is that line? That’s where you — and your human insight — come in.

Summary

While it can be tempting to jump on every trend or new platform, take time to think about your situation. What works for others, including well-known personalities, may not work for you. Focus on producing quality content that provides value to your audience, even if takes you longer. Mix your high-quality content with valuable content you curate from other reputable sources (and give them credit). You may be amazed at what you can accomplish with less.

While you’re focusing on creating high-quality content, remember marketing basics. They still apply in today’s high-tech, digital world. Social media has taken over marketing strategies everywhere, but it’s still a form of communication. Don’t forget to get social with your audience instead of just broadcasting content.

While you’re getting social, you’re being human — and that will continue to be a major part of marketing in 2018 and beyond. Technology is fantastic, but don’t get carried away. Add a human touch wherever you can, especially when interacting with customers, prospective customers and community members.

Good luck with your marketing efforts in 2018! We love to see companies doing marketing well. Have a question or need help with your efforts? Comment below, or contact us so we can help you communicate with your target audience.

Editor’s Note: We’re excited to welcome Tanya Sen as a contributor to the CCC blog! Enjoy her article below on the importance of influencer engagement in your digital marketing strategy, and learn more about her at the end of the article. If you’d like help with your digital marketing strategy, contact us so we can discuss your needs. Thanks for your support all year long, and have a happy, healthy and prosperous 2018!

To be successful, companies and businesses have to constantly innovate and come up with marketing strategies that will deliver. These days no marketing plan is complete without a digital marketing strategy. The impact of digital marketing in generating brand awareness is tremendous, especially if you can get the right people talking about your brand.

These people are called influencers, and their recommendations and reviews carry a lot of weight with their audience. Influencers are any individual or group who can sway the sentiments of their audience in a certain direction regarding a person, brand, idea, or business.

Here are few ways in which an influencer will be able to boost your digital marketing efforts.

Influencers enable you to reach out to a wide and loyal audience

The biggest advantage of communicating through an influencer is that you reach out to a wide audience. More importantly, this audience follows the content that the influencer puts out. So, if an influencer mentions your brand name, talks about it or retweets or shares your posts, they are amplifying your brand communication.

Influencers help you to build a good network

Influencers help you to build a good network in multiple ways. First, whenever an influencer sends out any content, it generates a lot of conversation and discussion among their followers, which can lead to more brand-building. Not just that, they share or retweet these posts which means that your audience multiplies, increasing your visibility.

Second, through these conversations you can also identify other influential people. They can in turn influence their own audience’s opinion of your brand, resulting in a snowball effect and reaching a wider audience.

Influencers deliver engaging content

In a survey conducted by Vocus and Brian Solis, 62% of the respondents said that they follow an influencer because of the content they create. Quality content is crucial to any marketing campaign. When you collaborate with influencers, they can create unique content to spread the message about your brand or product. And the best part is the audience is much more likely to engage with this content!

Influencers have established credibility with their audience

Another important factor that contributes to the large following of influencers is credibility. The expertise these individuals hold in a particular field combined with the good relations they maintain with their audience makes them reliable to people. Their opinion of your brand will most likely become the general opinion among their audience. A positive word from an influencer can do wonders for your brand.

Influencers are up to date with the latest trends and insights in their fields

Influencers are usually aware of the latest trends of the evolving social media platforms. They tend to be among the first to try these new trends, to discover new platforms to reach and engage with their audience. Through them, you too can get acquainted with such new ideas and employ them to interest prospective customers.

Author bio

Tanya Sen

Tanya Sen quit her well-paying job to follow her dreams and become a writer. She is now creating and managing digital content to build relationships for organizations and individuals. Tanya is an avid traveler, having visited more than 40 countries. She loves to cook and try different cuisines. She now lives in Goa, India.

CCC is excited to welcome Lisa Austin and MyEcomClub.com to the blog! Learn more about both at the conclusion of this guest post.

Learn how you can better market your ecommerce business through Facebook, Instagram, and Pinterest. These 5 simple tips will teach you how to increase sales using social media.

The Power of Social Media

Cherilyn and I were next door neighbors ten years ago. Since that time, we have both moved–she moved to a different state and I moved to a different city. Despite the distance of two hundred and forty miles between us, I know that Cherilyn recently started her own online business selling beauty products.

How do I know? She announced it to me and all of her other friends on Facebook. In addition, I know when she’s having specials on certain products or running promotions. And it has all been done without a cent of her money being spent on marketing.

What’s the secret? The secret is social media. Viewers of social media know you and trust you because you have a relationship. According to DEI Worldwide, 70% of consumers use social media as often as they use firm websites to gather information about products. In addition, 60-70% of people believe that recommendations from other people online are “valuable, credible, and honest.”

Consumers Online

81% of the developed world now has internet access. Essentially that means that of the countries with expendable income, 81% can be reached from anywhere in the world. Global accessibility has never been greater than it is at this time. But with that accessibility also comes an overload of information and products.

Social media can help shoppers sort through it all. Social media, such as Facebook, Instagram, and Twitter, allows business owners to build relationships with their prospects, as well as use existing relationships to turn friends into customers.

Think about how many adults use social media while at work–just to get a mental break from their jobs. They may be on a coffee break, scrolling through their Instagram feed, when they see your business’s post. With every social media post your business makes, you’re reaching prospects during a time or place that television, radio, and print ads often cannot.

A Boost to Businesses

When a viewer sees a post, it can be almost like magic. According to Forbes contributor Jayson DeMers, “studies have shown that social media has a 100% higher lead-to-close rate than outbound marketing.” And an IDC study released in 2014, found that buyers that use social media have 84% larger budgets than buyers that don’t. That’s a powerful formula!

Most of the developed world has internet + social media users have larger budgets + 100% higher closing rate = success!

Social media can bring you more leads and more sales without investing a fortune in marketing. However, social media marketing often falls flat. So I’ve gathered five tips to help you successfully connect with your customers.

5 Tips to Increase Sales Using Social Media:

Post Often – By spending at least six hours per week, 66% of marketers saw a benefit from social media in lead generation.

Use Images – Place an image alongside your text on Facebook. Posts with images have 2.3 times more engagement than stand-alone text.

Learn to Pin – Pinners spend 50% more on purchases through the social media channel than users of other social media platforms, yet only 40% of marketers use it.

Photograph People – When posting on Instagram, use photos of people. Studies show that photos with faces get 38% more likes than those without. So place your products with a person for a more positive response.

Make a Video – Close to half of all internet users look for product related videos before visiting a store. Even though you may not have a brick and mortar storefront, put this statistic to work for you. Create simple videos about the products or services you sell and place them on your website as well as Youtube. Shoppers who view a video are almost twice as likely to make a purchase than shoppers who did not view a video.

(Thanks Hubspot for these great stats!)

So next time you are searching for a way to boost your sales, take a closer look at social media. It’s a great way to build your brand and boost your sales.

This post originally appeared on MyEcomClub.com and has been shared on the CCC blog with permission.

“Consumers engage with 11.4 pieces of content on average prior to making a purchase.”

In the B2B world, buying journeys tend to run longer anyway, but consumers (B2B and B2C) are doing their homework these days. Studies show that 70-80% of people research a company online before visiting the small business or making a purchase with them.

Whether it’s leftover angst from the Great Recession or the availability of information today, it’s precisely why content marketing is so important.

Here’s a real-life example:

Recently, I stayed over in Park City, Utah, for a day after working a client’s conference in nearby Salt Lake City. On a whim, I decided to get a massage after spending the previous four days pounding convention center floors. I pulled up local spas on my phone, checking their hours, availability and services. Not surprisingly, I contacted the spas who had this information available online — not ones I had to call just to see if they were open. And the spas who had additional content available — more in-depth descriptions of their services, photos of their facility, online real-time availability, etc. — moved to the top of my list.

What does this have to do with content marketing? The information I sought was quality content created by (or for) these spas: descriptive services pages with quality photos, blog articles on the benefits of one type of massage over another, recommendations on how to maximize your spa-going experience. This is what consumers are looking for today before making a purchase or even contacting your company.

While I didn’t end up getting a massage, I did manage to take a break from technology and enjoy the magic of Park City. But not before I utilized even more content — a visitor’s guide from my condo, Park City Transit’s website — to plan my stress-free day.

We’re all consumers at some point, so don’t forget about your experiences as a customer when you put on your marketing hat. These experiences are valuable and can make us better marketing professionals, if we choose to use them.

Reader Feedback

How have you used content marketing to learn more about a business or make a purchase?

How do you use your experiences as a customer to become a better marketing professional?

What types of content do you prefer when researching a company or purchase?

Live video. Stories. A reply button. Instagram has been busy adding new features in 2016, and they all point in one direction: getting social.

Promote your posts to achieve your brand’s objectives when you switch to a business profile on Instagram.

The popular visual social platform has always drawn high levels of engagement, but a good chunk of that was relegated to likes — which are nice but may not lead to anything more. With these new features, you can really connect with your community and develop a more meaningful relationship.

Here are some ideas for brands on how to best utilize these new features:

Live video on Instagram Stories can be a big boost for brands if used appropriately, from broadcasting live at events to taking communities behind the scenes at your office. Show a day in the life of a [insert company name here] staffer or how you produce your magic. Hosting a food/fundraising drive during the Holidays? Go live to generate goodwill, encourage community members to get involved and spread cheer.

Disappearing photos/videos in Instagram Direct could be used for contests or sneak peeks at upcoming product launches or big announcements. Make new products or services available to loyal customers in your community first or hold a contest to reward community members who engage with you frequently. Just remember two things: don’t spam people and ‘disappearing’ messages can always be screenshot-ed and shared. Keep it professional!

Despite these big announcements, some of the most popular advancements on Instagram are more basic features. The reply and like features in comments makes engaging with your communities and other users much more fluid. We’ve already noticed more conversations than before these features were announced. It may be time-consuming to interact with your community members who comment if you have an active community, but that’s one of the activities that can make the biggest impact on your brand’s social efforts.

We can’t touch on Instagram’s new features without mentioning business accounts. If you’re a company or brand, switch over to a business account if you haven’t already. It’s free and comes with benefits that personal accounts do not. Gain access to insights (aka analytics), make it easier for potential customers to contact you and be able to promote your posts — right within your app. The contact button alone is a tremendous feature that allows users to call, email or get directions to your location with one or two clicks.

We’re big fans of Instagram here at CCC, and as 2016 comes to an end, we’re even more excited about what the future will hold for one of our favorite social platforms. These new features should help you create even more insta-magic in 2017 and beyond!

Insta-Feedback

What’s your favorite new Instagram feature in 2016?
Has a specific feature changed how you use the app?
Have you chosen to keep a personal profile over a business one? Let us know why below.
Where does Instagram rank among your favorite social platforms?

The power of social media is impressive, but it can’t (or shouldn’t) do everything for your company or brand. Other areas need to carry their own weight too.

Here are four things that social media can’t do for your brand:

Fix a bad product — Product is king, at least in the sense that any advertising or marketing can’t fix a faulty product. Social media makes it even more important to provide quality products and services. Now customers have a forum to provide real-time feedback on their purchase, which potential customers around your community and the world can see. If you’re consistently receiving negative feedback on your social media channels, don’t try to cover it up. Fix the problem (i.e. the faulty product or service), and your social media conversations will be a lot more pleasant.

Replace a website — Social media helps level the playing field and opens up a world of opportunity to startups and small businesses. That doesn’t mean that it should be your only digital presence. A user-friendly, mobile-optimized website should be your first priority. Think of your online presence as a wheel. Your website should be the center with your social presences branching out from it. Your website is owned space whereas you’re renting your Facebook Page and other social spaces.

Provide all of your website traffic — A well-built, easy-to-navigate website optimized for search engines is a win-win situation for your business. It draws traffic through search, even when you’re not working, and provides a welcoming place for prospects and customers to learn more about you online. While social is a great way to drive traffic, it can’t be expected to make up for a poorly performing website.

Be your entire marketing mix — Social media is a type of marketing, but it shouldn’t comprise your entire marketing mix. Depending on what you do, there are a number of excellent marketing opportunities, including on a limited budget. While so many people are on social media today, you’ll still miss potential customers by limiting yourself to social media marketing only. Know where your target audience spends its time to understand where you should be spending your marketing dollars.

We love social media and encourage brands to utilize this powerful tool. However, there’s a whole world out there, so don’t miss out on opportunities because you’re only getting social on social — and not anywhere else.

What else shouldn’t you expect social media to do for your brand or company?

There’s much discussion these days about measuring the right key performance indicators, or KPIs. Are likes worth anything? Are shares social gold? Does engagement help if it doesn’t lead directly to business? These questions are important and worth discussing at your company (and on this blog). However, my question today is, how do you measure the impact of ‘dark social?’

Dark social is a term coined by Alexis C. Madrigal, a senior editor at The Atlantic, to refer to the social sharing of content that occurs outside of what can be measured by Web analytics programs. (Source: Technopedia)

“Some of the key drivers of mobile messaging’s growth identified include consumers’ growing interest in intimate forums for social sharing.” –eMarketer

Instead of commenting publicly on your company’s Facebook post, a community member may share it via Messenger with close friends. A fan who never engages with your tweets may be reminded to purchase from your company and even influence others to do the same. A reader of your blog may never interact online with your posts but bring them up regularly at nights out with friends.

How do you measure this dark or private activity? In his article, Three Reasons Dark Social May Be Coming Into the Light, Mark Schaefer discusses three emerging trends that may finally give marketers access to this previously untapped goldmine of data and purchasing activity.

“The interesting thing is all the communication that used to be private is now migrating into the hands of Facebook (who owns WhatsApp with 1 billion users and Messenger with 900 million users),” writers Schaefer.

While people are seeking more intimate forums to interact, these forums are being purchased by larger companies, who see the potential value in monetizing their services. As a publicly held company, Facebook has shown interest — and an aptitude — for monetizing services while still providing users value. Expect that trend to continue, which should make marketers and consumers happy.

As Schaefer suggests, “perhaps 2016 is the year dark social starts to become a thing of the past.”

Shine the Light on ‘Dark Social’

How does your company measure the impact of ‘dark social?’

What KPIs do your company track?

Does your company require a hard return on investment (ROI) from social media or do you consider a presence worthwhile regardless?

What a year it’s been for Instagram! The fast-growing social platform is implementing numerous changes to celebrate its sixth year. People tend to resist change, so it’s no wonder that some of these changes have been met with consternation.

A post shared by Jaime Shine (@jaimeshine) on May 12, 2016 at 3:31pm PDT

The Dreaded Algorithm: We all knew this moment was coming but dreaded its arrival nonetheless. When the social app announced that users’ feeds would be controlled by an algorithm, the internet exploded. My feed was flooded with posts urging me to turn on notifications from everyone or I would never see their posts again. (I hope you didn’t post one of these pleas, but if you did, please spare us when the algorithm actually goes into effect, which will be soon.)

This change should be good for both users and brands alike. I don’t think we’ll see the drastic drop in organic reach like we did on Facebook, and Instagram users are more likely to engage with posts. Make sure that you go for quality content over quantity, which is a reminder we all need from time to time (myself included).

Your devoted fans will still seek out your posts, and appropriate hashtags will continue to help bring in new traffic. Remind fans of your presence on your marketing communications and other platforms, and use data to better target your audience.

Instagram’s New Insights: A new (free) in-app analytics dashboard is on its way! While you have been able to view analytics through a third party platform, such as Iconosquare, Instagram is finally debuting an in-house dashboard to help businesses gain a better understanding of their audiences.

Dig into the data to discover the best times to post and to learn more about your audience. Where are your audience members located? What type of content do they engage with the most? Does a certain type of content extend your reach while another draws more engagement (or website visits)? You can use this information to help shape your future content and strategy while also deciding whether to promote a hot post.

Take advantage of the Business Profile, once available, so you can make it easier for customers to contact (and locate) you while gaining access to Insights and promoted posts. Observe how the algorithm affects your posts once it’s implemented. It may be beneficial to promote a post from time to time, such as a special offer or contest.

Instagram’s New Look: Don’t sweat it. Whether you’re a fan of the new look or not, the updated layout will better showcase your photos and videos. Just make sure to update the branding anywhere you may use it, such as marketing materials, your website or blog.

While 2016 is the year of change for Instagram, it’s still the popular social platform that we know and love. Take a deep breath and see how the algorithm affects you before panicking (or asking your community to turn on notifications). Many of these changes should help brands who are dedicated to growing and building long-term relationships with their Instagram communities.

InstaFeedback

Are you on Instagram? Leave your handle in the comments, so we can connect!

What’s your favorite (and least favorite) Instagram change?

Where does Instagram fall in your preferred list of social media platforms?